To youth: The most exquisite retail of the best electric dealer

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Electric dealers need to be more delicate to become the best

Lin

Hua Gao Network creative director Sweetmalt recently published an article on behalf of "How to start from scratch in 18 months to do an annual sales of 60 million of the Taobao women's shop." Before, I heard a director of electric business operations talk about how to do fine management of clothing manufacturers. But sweetmalt this article content is richer, relates to the electricity business operation the supply chain, the brand and so on. The article has 8,000 words, has not yet finished. It's really worth recommending. When Ali and Sina marry, will let many market personage excited. But E-commerce has now been fully expanded from platform, supply chain, brand, traffic and retail five dimensions, the more difficult to go. Sweetmalt's article touches on some deep-seated problems of electric business.

All laws are impermanent without me. In the dramatic change of the clothing industry, Sweetmalt to this point deep feeling, and only proposed a 5% profit target. This is very practical. It is naïve to think that the SKU can be sold easily when it reaches hundreds of thousands of, and that good goods are not to be sold. Long tail products will also bring long tail marketing costs, and quality products in a certain time point did not impress the user will become inventory, otherwise the Vatican will not be so miserable to die. Supply chain, consumers, large data are very complex, three at the same time point of agreement, which requires a wealth of experience and a certain degree of luck. Today, Black Ma Liang has an article on "to Youth," the film marketing focus on social and real-time, in fact, most product sales have a strong timeliness, and the market is always changing quickly. When Tcl and Haier did not take out the stunning products on the IPTV, the music vision did it instead.

Here's a response to some of Sweetmalt's ideas. One, on the supply chain. At present, there is generally no Zara general vertical integration of the supply chain, not to mention 15 days of market response speed. This contradiction in a number of occasions encountered by the electricity quotient of this problem, that is, the quality and quantity and on time to take goods. The small number of Sweetmalt proposed is not a fundamental solution. This is actually the need for a wholesale function of the business-to-business platform for the electrical business to do logistics. As the electric trader's operating rhythm is generally faster than the line to a few beats, which requires this business-to-business platform must be more efficient than the offline wholesale market. This is a market gap, in the industrial mouth is called industrialization and information integration, has seen similar cases. And recently found all the road princes are quietly into business-to-business, this is a real good news for the electricity business. This will also promote the future of Ali, such as a platform to pay more attention to business-to-business issues, do not make business-to-business marginalization.

Second, about the brand. Unlike Sweetmalt's point of view, I have always admired Apple's approach in all brands. Apple first pursues a single product strategy on its products, which I call the Acura. From the boutique to the best, only from the brand really come a step closer. Second, Apple has a unique design aesthetic, minimalist temperament has not been surpassed. Third, Apple's value chain is very open. Despite the attack on Apple as a closed operating system, Apple is the first IT company to form a fastening alliance through app stores and developers, and Apple is also a light asset company that has nothing to do with the supply chain. Apple's most prominent temperament is that Apple is both a product brand and a retail brand. This is the most difficult place for Apple to imitate. Because good products and good retail are two genes. Even Procter and Gamble and Wal-Mart can do only one thing.

Third, about retail. Now the electric business practitioner is generally young, the average age of Ali employees is only 26 years old. On this day of youth, the biggest challenge for the electric trader is to penetrate the secrets of retailing. "Shivering" in a line, the reality is always the most exquisite. Retail is also the secret of this, retail is always the most exquisite. The reason why retail is exquisite, retail must be very vertical and professional, the horizontal growth of the electric dealer is destined to end, in the subdivision of the category and supply chain on the continuous excavation value. Retail must be very localized, one side of soil and water, Coca-Cola in India and other parts of the world to do localization is the role model for the electric business. Retail must be real-time, with a precise timescale. Provide the right product at exactly the same time. Retail must be based on the characteristics of the crowd, the level of income and meticulous division, and ultimately meet the personalized needs.

All in all, the offline channel is already enough specialization and localization, the electrical business needs to be more subtle and exquisite, in order to be dotted in the offline sales network in the net, and and offline Skynet, mobile Internet to achieve seamless connection. To say a digression, I do not like the "youth" style, some too sad. Instead of being pitied, it is better to be the ultimate and the winner.